Brand advertising competition across economic cycles
Peren Özturan, Barbara Deleersnyder, Ayşegül Özsomer
| Year of publication: |
2024
|
|---|---|
| Authors: | Özturan, Peren ; Deleersnyder, Barbara ; Ozsomer, Aysegul |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 2014002-2. - Vol. 41.2024, 2, p. 325-343
|
| Subject: | Business cycle | Competitive advertising | Competitive reaction | TV advertising | Werbung | Advertising | Wettbewerb | Competition | Konjunktur | Markenartikel | Brand | Theorie | Theory | Werbewirkung | Advertising effects | Markenführung | Brand management |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2023.11.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015057460